Heated merchandiser for bread and the like

ABSTRACT

A merchandiser for elongate loaves of bread includes at least one rack having a rear wall, a front wall spaced apart from the rear wall, a pair of sidewalls disposed between the rear wall and the front wall along opposite sides thereof, and a bottom wall disposed between the rear wall, the sidewalls and the front wall along lower portions thereof. The walls support the bread loaves in a generally vertical, freestanding, side-by-side relationship. At least one heater is disposed along at least one of the rear wall or the front wall of the rack with the heater selectively heating the air disposed therein, such that air heated in the interior of the rack heats the vertically stacked bread loaves.

CROSS-REFERENCE TO RELATED APPLICATION

The present application is a continuation-in-part of co-pending U.S.application Ser. No. 10/698,922, filed on Oct. 31, 2003, entitled HEATEDMERCHANDISER FOR BREAD AND THE LIKE, which is hereby incorporated hereinby reference in its entirety and claims priority thereto under 35 U.S.C.§120.

BACKGROUND OF THE INVENTION

The present invention relates to merchandisers and more particularly tobread merchandisers for elongate loaves of fresh baked bread and thelike.

Bread racks or bread displays, as they are sometimes called, are usedwithin retail establishments such as grocery stores, supermarkets andthe like. These racks are used to store and display ordinary orcommercially available bread, that is, bread that is made off-site,baked days or even weeks before by various suppliers and is generallymass produced. These breads are typically displayed within the grocerystore on simple metal racks which support the loaves of bread in agenerally horizontal orientation.

Modern grocers are keenly aware of profit margins and are constantlylooking for new food articles, as well as improved merchandisingtechniques, in order to increase profits. Speciality goods, that is tosay goods that are either hard to find or made on site, have becomequite popular in this respect, and many grocers are establishing anin-store deli and/or bakery section in an effort to provide itscustomers with these specialty items and freshly baked goods.

One such specialty good which has seen an increase in sales is freshlybaked bread. Additionally, since the bakery area is an ideal locationfor the baking and sale of these breads, grocers are increasinglyturning over oven time to create these specialty loaves of bread.Typically, these loaves of bread are baked in small batches, utilize nopreservatives, and are sold within hours of the baking process.

In addition to new food articles, the modern grocer is also looking todevelop new ways of merchandising these articles in an effort toincrease sales. However, the methods heretofore have been confined toshelving units and baskets. These racks or baskets are usually locatedin the bakery section in an attempt to entice the customer intopurchasing the bread, as the bakery section automatically suggests thatthe product is freshly baked. However, the floor space within thegrocery store is always at a premium. This is especially true withregard to the bakery section, as this section is typically confined to arelatively small area in comparison to the wide variety of bakedproducts which it offers. However, when the freshly baked bread isremoved from the bakery environment and moved into other areas of thestore, sales of the bread typically diminish. This is normallyattributed to the removal of the bread from the bakery section becausethe customer loses the suggestion or impression that the bread isfreshly baked.

Thus, a system having the aforementioned advantages and solving theaforementioned problems is desired.

SUMMARY OF THE INVENTION

One aspect of the present invention is to provide a merchandiser forelongate loaves of fresh baked bread and the like which includes atleast one rack having a generally vertically extending rear wall, agenerally vertically extending front wall spaced apart a predetermineddistance from the rear wall, a pair of generally vertically extendingsidewalls disposed between the rear wall and the front wall alongopposite sides thereof, and a generally horizontally extending bottomwall disposed between the rear wall, the sidewalls and the front wallalong lower portions thereof. The bottom wall is configured toabuttingly support thereon ends of elongate bread loaves, such that aplurality of the bread loaves are removably retained between the rearwall, the front wall and the sidewalls in a generally vertical,freestanding, side-by-side relationship. A heater is mounted in themerchandiser, and selectively heats the air disposed within the rack andthe vertically stacked bread loaves retained therein to maintain thefresh baked smell and feel of the bread loaves.

Another aspect of the present invention is to provide a method ofmerchandising elongate loaves of bread and the like which includesproviding a merchandiser having at least one rack with a generallyvertical rear wall, a generally vertical front wall, a pair of generallyvertical sidewalls, a bottom wall, and a base to support said rack,wherein at least one heater is disposed along at least one of the rearwall and the front wall. Also provided is a plurality of elongate freshbaked loaves of bread. The loaves of bread are stacked vertically in therack and the merchandiser is positioned in a location which is visibleto a customer. The heater is actuated to maintain the temperature of theloaves of bread in the merchandiser at a temperature not to exceed 120°F., thereby retaining the fresh baked smell and feel of the breadloaves.

These and other advantages of the invention will be further understoodand appreciated by those skilled in the art by reference to thefollowing written specification, claims and appended drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a perspective view of a merchandiser embodying the presentinvention;

FIG. 2 is a sectional view of the merchandiser of FIG. 1, taken alongline III-III;

FIG. 3 is a sectional view of the merchandiser of FIG. 1, taken alongline III-III and positioned adjacent a checkout counter;

FIG. 4 is another embodiment of a merchandiser in accordance with thepresent invention;

FIG. 5 is a perspective view of yet another embodiment of a merchandiserin accordance with the present invention;

FIG. 6 is a cross-sectional view of the merchandiser of FIG. 5, takenalong line II-II;

FIG. 7 is an enlarged view of section III of FIG. 6, illustrating anembodiment of a heated wall section used in the merchandiser;

FIG. 8 is a cross-sectional view of the merchandiser of FIG. 6,including loaves of bread disposed therein;

FIG. 9 is a cross-sectional view of yet another embodiment of amerchandiser in accordance with the present invention;

FIG. 10 is a top view of the merchandiser of FIG. 9, positioned adjacenta checkout counter; and

FIG. 11 is a perspective view of yet another embodiment of amerchandiser in accordance with the present invention.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

For the purposes of the description herein, the terms “upper,” “lower,”“right,” “left,” “rear,” “front,” “vertical,” “horizontal” andderivatives thereof shall relate to the invention as oriented in FIG. 1.However, it is to be understood that the invention may assume variousalternative orientations and step sequences, except where expresslyspecified to the contrary. It is to be understood that the specificdevices and processes illustrated in the attached drawings, anddescribed in the following specification, are exemplary embodiments ofthe inventive concepts defined in the appended claims. Hence, specificdimensions and other physical characteristics relating to theembodiments disclosed herein are not to be considered as limiting,unless the claims expressly state otherwise.

The reference numeral 2 (FIG. 1) generally designates a heatedmerchandiser embodying the present invention for the display of elongateor baguette-shaped loaves of bread. In the illustrated example, a doublesided merchandiser 2 for elongate loaves of freshly baked breads and thelike is illustrated. Merchandiser 2 includes an open rack 10 having agenerally vertically extending rear wall 12 and a generally verticallyextending front wall 15 which is spaced apart a predetermined distancefrom rear wall 12. Open rack 10 includes first and second sidewalls 18and 20, respectively, along opposite sides and a generally horizontallyextending bottom wall 21. Bottom wall 21 is positioned horizontallybetween rear wall 12, sidewalls 18 and 20, and front wall 15 along lowerportions thereof. Bottom wall 21 further includes at least one openingwhich permits the vertical flow of air therethrough. Additionally,bottom wall 21 is configured to support the elongate loaves of bread insuch a way that a plurality of the bread loaves are removably retainedbetween rear wall 12, front wall 15 and both sidewalls in a generallyvertical, freestanding, side-by-side relationship (see FIG. 4).Merchandiser 2 also includes a base 30 which has an upper portion 32which supports open rack 10 and a lower portion 33 shaped to supportbase 30 and associated open rack 10 on a floor surface. Base 30 furtherincludes a heater 40 disposed in the generally enclosed interior thereofwhich selectively heats the air enclosed therein, such that the heatedair flows upwardly, through the opening in bottom wall 21 of open rack10, through open rack 10 and along opposite sides of the verticallystacked bread loaves to maintain the fresh baked smell and feel of thebread loaves.

In the illustrated example, the bread used with the merchandiser isfreshly baked elongate or baguette-shaped loaves of bread and isgenerally well known in the art. This shape of bread is common withFrench or Italian bread, however, any bread with an elongate shape maybe used as long as it is capable of being stored vertically. Typically,this will require a bread with a sufficiently hard crust to allow forvertically oriented storage. Further, these bread loaves are typicallybaked in relatively small batches, utilize little to no preservatives,and are meant to be sold within hours of the baking process, hence theterm freshly baked. The packaging for this bread is frequently a paperbag. This packaging allows some of the moisture in the fresh baked breadto escape, thereby insuring that the crust remains hard or crisp whilesimultaneously providing a barrier against outside contaminants. Otherforms of packaging may be used though, as requirements dictate. Asrecognized by those skilled in the art, the elongate and baguette-shapedfreshly baked loaves of bread illustrated in FIG. 4 are different fromcommercially available, mass produced soft breads, which are usuallywrapped in plastic bags and stored horizontally.

More particularly, vertically extending rear wall 12 of open rack 10defines a plurality of openings 13 as best viewed in FIG. 2.Characteristically, these openings become wider, with respect to thevertical spacing, as openings 13 progress vertically upward. A pluralityof slats 14 define the plurality of openings 13 and in one embodimentare made of wood. However, this is only one embodiment and otherconfigurations and materials may be used to create slats 14 or openings13.

Vertically extending front wall 15 is spaced apart a predetermineddistance from rear wall 12. Front wall 15 is generally constructed fromat least one horizontally extending slat 17 vertically positioned at aheight that is substantially less than the height of rear wall 12. Thispositioning allows easy withdrawal of the bread loaves from open rack10. In one embodiment, horizontally extending slat 17 is made of woodand is spaced at approximately the midpoint of front wall 15. However,this example is not meant to be limiting and a plurality of slats 17 maybe used vertically, horizontally or in any other configuration asrequirements dictate and further, may be disposed at any height.Moreover, slat 17 may be fabricated from other materials in addition towood. In one embodiment, two slats are used to create front wall 15, oneat the bottom of front wall 15 and the other at approximately itsmidpoint.

First sidewall 18 and second sidewall 20 are disposed vertically betweenrear wall 12 and front wall 15 on opposite ends thereof. Sidewalls 18and 20 are generally constructed from at least one horizontallyextending slat which is vertically positioned at a preferred height. Inone embodiment, three horizontally extending slats 19 are made of woodand spaced vertically equidistant, with one slat 19 disposed atapproximately the midpoint of walls 18 and 20. However, as describedabove, this example is not meant to be limiting and any number of slats19 may be used vertically, horizontally or in any other configuration asthe requirements dictate. Further, slats 19 may be disposed at anyheight and fabricated from other materials.

The rear wall 12, front wall 15, sidewalls 18 and 20 and bottom wall 21work in conjunction to create an enclosure which is relatively open incharacter and defines open rack 10. Bottom wall 21 includes at least oneopening which permits the vertical flow of air therethrough (asdescribed below) and is configured to support the ends of the elongateloaves of bread which are removably retained within open rack 10. In oneembodiment, bottom wall 21 is fabricated from a plurality of laterallyspaced apart, horizontally extending slats 23 wherein the openingcomprises a plurality of elongate slots 24 defined between slats 23.Although any material may be used to manufacture slats 23, in thepreferred embodiment, wooden slats are used. Additionally, the spacingof slats 23 may vary depending upon specific requirements.

Merchandiser 2 includes base 30 which supports bottom wall 21, therebysupporting open rack 10. Base 30 has a generally enclosed interior 31and includes an upper portion 32 and a bottom portion 33. In oneembodiment, upper portion 32 is generally open and base 30 is box-shapedand made of wood. Again however, other materials and shapes may be usedas the specific requirements dictate. Additionally, bottom 33 isgenerally configured to support base 30 from a floor surface and mayinclude a plurality of wheels 34 which rollingly support merchandiser 2.Still further, disposed within enclosed interior 31 is heater 40.

As illustrated in FIG. 3, at least one heater 40 is disposed withinenclosed interior 31 of base 30. Heater 40 may be of any type which iscapable of slightly warming the air within enclosed interior 31. Heater40 is used to heat the air within enclosed interior 31, thereby inducingthe warm air to rise up and through openings or slots 24. Heater 40raises the temperature of the air within enclosed interior 31 to such adegree that the air rising, through slots 24 in bottom wall 21 and slots13 in rear wall 12, is heated to a temperature of between about 80° and120° F., more preferably between about 85° and 110° F. and mostpreferably between about 90° and 100° F. Any type of heater that meetsthese requirements may be used. However, in the preferred embodiment, apair of U-shaped electrically resistant heaters are utilized.Additionally, although a fan may be used to circulate or promote airflowthrough the various slots 24, in the preferred embodiment, no fan isused and the heated air is moved through a convective process. Switch42′ is disposed on base 30 in any convenient location and controls theoperation of heater 40. Further, it is envisioned that an electronicthermostat may be used to regulate the operation of heater 40 in orderto insure that the proper temperature requirements are met.

As illustrated in FIG. 4, a second embodiment is shown which utilizesthe same features and characteristics as the first embodiment. However,instead of the merchandiser being rollingly supported, base 30 ofmerchandiser 2 is configured to be supported directly from lower portion33 of base 30. For example, merchandiser 2 may be disposed between othershelving units. Further, the merchandiser may be supported off of thefloor surface, for example, on a counter or shelf surface.

As best illustrated in FIG. 2, the operation of merchandiser 2 is suchthat heater 40, when turned on, will heat the air within enclosed areaor interior 31 of base 30 and through convection the heated air willrise toward top 32 of base 30 and will escape either through slots 24 oropenings 13 of open rack 10. In one embodiment, slots 24 are evenlyspaced to insure even heat distribution along the bottom of the loavesof bread supported on slats 23. However, in order to insure a more evenheat distribution, slots 13 increase in vertical separation as slats 14progress vertically upward in order to yield a more even heatdistribution along rear wall 12 and correspondingly along the breadloaves. In use then, as the heated air rises through slots 13 and 24,the plurality of elongate loaves of freshly baked bread, while beingretained within open rack 10, are warmed to a slightly highertemperature.

As best illustrated by FIGS. 5-8, another embodiment of the heated breaddisplay is illustrated, wherein the reference numeral 2A (FIG. 5)generally designates the heated merchandiser of this alternateembodiment. To reduce redundant discussion, similar components andfeatures are identified with the same identification number as withheated merchandiser 2, but with the addition of the letter “A”. In theillustrated example, a double sided merchandiser 2A is illustrated.However, as both sides are generally similar in configuration and use,only one side will be discussed in detail and the other side is to beattributed the same characteristics, and variations thereto, unlessotherwise noted.

Merchandiser 2A includes at least one rack 10A having a generallyvertically extending rear wall 12A and a generally vertically extendingfront wall 15A which is spaced apart a predetermined distance from rearwall 12A. Rack 10A includes a first sidewall and a second sidewall 18Aand 20A, respectively, along opposite sides and a generally horizontallyextending bottom wall 21A (See FIG. 6). Bottom wall 21A is positionedgenerally horizontally between rear wall 12A, sidewalls 18A and 20A, andfront wall 15A along lower portions thereof. Bottom wall 21A isconfigured to support the elongate loaves of bread 4A in such a way thata plurality of the bread loaves are removably retained between rear wall12A, front wall 15A and both side walls 18A and 20A in a generallyvertical, freestanding, side-by-side relationship (FIG. 8). As bestillustrated in FIG. 6, merchandiser 2A includes a base 30A which has anupper portion 32A which supports rack 10A, and a lower portion 33Ashaped to support base 30A and associated rack 10A on a floor surface.In the preferred embodiment, front wall 15A and rear wall 12A arefabricated to include a heater 22 which heats the air and/or verticallystacked loaves of bread 4A to maintain the fresh baked smell and feel ofthe bread loaves. As described previously, the bread used with themerchandiser 2A is freshly baked elongate or baguette-shaped loaves ofbread and is generally well known in the art. This shape of bread iscommon with French or Italian bread, however, any bread with an elongateshape may be used as long as it is capable of being stored vertically.

More particularly, vertically extending rear wall 12A of rack 10Adefines a heated surface 41. In one preferred embodiment, generallyvertically extending rear wall 12A is fabricated by sandwiching agenerally flat heater 22 between one or more thermally conductive platemembers 43 (FIG. 7). In this configuration, heater 22 is maintained inan upright position and supported by the plate members 43, while platemembers 43 allow the heat produced by heater 22 to permeatetherethrough, thereby heating the corresponding air and/or bread loaves4A. Although numerous types and styles of heaters may be used, in thepreferred embodiment, heater 22 is a silicone laminate heater availablefrom Chromalox, Inc., having a wattage that is dependant upon the sizeof wall 12A, and radiates heat from opposite sides 26 and 27 of heater22. For example, if a 15.5″ (inch)×21″ (inch) heater is used, a wattageof between about 200-600 watts, more preferably between about 300-500watts, and most preferably between about 400-500 watts is used. In onepreferred embodiment, a 465 watt heater is used. Of course, this is notmeant to be limiting in any manner, and numerous other types of heatersand different wattages may be used as the specific requirements dictate.Further, although numerous plate members 43 may be used, in onepreferred embodiment, an acrylic sheet, such as PLEXIGLAS™, is utilizedto support heater 22 and thermally conducts the heat therefrom. Ofcourse, this is also not meant to be limiting, and numerous materialsmay be utilized as the requirements dictate.

As described above, wall 12A includes heater 22 which is captured,supported and/or sandwiched between plate members 43. In thisconfiguration, the heat being produced by heater 22 is thermallyconducted through both plate members 43, thereby radiating heat fromsurface 41, toward or into rack 10A, as well as from the oppositesurface 42. Thus, heated surface 41 heats rack 10A, thereby heatingbread loaves 4A stored therein. Heated surface 42, and to some extentheated surface 41, will then radiate, conduct or otherwise transfer heatto the merchandiser, causing merchandiser 2A itself to be heated to atemperature which is above the ambient temperature. By heatingmerchandiser 2A, the merchandiser itself will give off heat externally(FIG. 6), thereby enticing the customers to purchase the bread loaves byagain giving the customers the impression that the loaves of bread arefreshly baked. However, in another embodiment (not shown), one of theplate members 43 corresponding to heated surfaces 41 or 42 may utilizean insulative plate 43, thereby directing heat in only one direction.For example, opposite surface 42 may be fabricated from an insulativematerial, whereby the majority of the heat will be radiated from surface41 and into rack 10A.

As described above, at least one heater 22 is disposed within rear wall12A and/or front wall 15A. Heater 22 may be of any type which is capableof slightly warming the air surrounding walls 12A and/or 15A and is usedto heat the air within semi-enclosed rack 10A, thereby warming theelongate loaves of bread 4A through direct contact with the elongateloaves of bread and by warming the air surrounding the bread loaves. Theamount of heat which is to be thermally transferred from heater 22 andinto rack 10A will vary depending on the specific requirements. However,one preferred temperature range for rack 10A is between about 80° and120° F., more preferably between about 85° and 110° F., and mostpreferably about 90° and 100° F. Any type of heater that meets theserequirements may be used. However, in the preferred embodiment, anelectrically resistant flat heater is utilized. Additionally, although afan may be used to circulate or promote airflow within rack 10A, in onepreferred embodiment, no fan is used, and the heated air is allowed towarm the elongate loaves of bread through direct contact and/or aconvective process. As illustrated in FIG. 8, a switch or thermostat 45may also be disposed on or within merchandiser 2A in any convenientlocation to control the operation of heaters 22. For example, anelectronic thermostat may be used to regulate the operation of at leastone of the heaters 22 in order to insure that the proper temperaturerequirements are met.

Vertically extending front wall 15A is spaced apart a predetermineddistance from rear wall 12A. Front wall 15A is generally constructedfrom the same materials as described with respect to rear wall 12A,while being vertically positioned at a height that is substantially lessthan the height of rear wall 12A. This positioning allows for the easywithdrawal of the bread loaves from rack 10A. Front wall 15A alsoincludes heating element 22 which is sandwiched, surrounded by orsupported by plate members 43 and heats surface 46, thereby heating rack10A, as well as heating front surface 47 which directs heat toward thecustomer. Of course, as described previously, one of the surfaces 46 or47 may utilize a thermally insulative material, thereby heating only asingle surface 46 or 47. For example, front surface 47 may utilize athermally insulative plate member 43, thereby preventing heat fromradiating in a forward direction and away from rack 10A.

In the foregoing, a heater 22 has been described which radiates heatfrom both sides of the heater, wherein plate members 43 may either bethermally conductive or thermally insulative depending on the specificrequirements. However, it is also envisioned that heater 22 may itselfradiate heat from only one side, thereby conducting heat in a singledirection, preferably toward or into rack 10A. Further, although thedescribed embodiment utilizes a heated rear wall 12A and a heated frontwall 15A, thereby heating rack 10A from both heated surfaces 41 and 46,it is envisioned that a single heated rear wall 12A or front wall 15Amay be utilized, thereby using a single heated surface 41 or 46 to heatrack 10A.

First sidewall 18A and second sidewall 20A are disposed verticallybetween rear wall 12A and front wall 15A on opposite ends thereof.Sidewalls 18A and 20A are generally constructed from a solid material,thereby semi-enclosing rack 10A, and positioned at a preferred height.In one embodiment a solid piece of wood or similar semi-rigid or rigidmaterial is utilized to at least partially enclose the ends of rack 10A.Again however, this example is not meant to be limiting in any mannerand any material may be used, whether solid or not, as the specificrequirements dictate. Further, sidewalls 18A and 20A may also befabricated to incorporate a heating element as described with respect torear wall 12A and front wall 15A.

The rear wall 12A, front wall 15A, sidewalls 18A and 20A and bottom wall21A work in conjunction to create or define an enclosure or rack 10Awhich is relatively closed in character. Bottom wall 21A is disposed atthe bottom of rack 10A and will typically be fabricated from a solidmaterial, such as that which is utilized for sidewalls 18A and 20A,thereby permitting the generally elongate loaves of bread to bepositioned thereon while being removable therefrom. In one embodiment,bottom wall 21A is fabricated from a generally solid piece of wood. Ofcourse, this is not meant to be limiting, and any material may be usedin the manufacture of bottom wall 21A, and further, openings may bedisposed therein to allow for air circulation as the specificrequirements may dictate.

Merchandiser 2A includes base 30A which supports walls 12A, 15A, 18A and20A, thereby supporting rack 10A. Base 30A has an interior 31 A andincludes an upper portion 32A and a bottom portion 33A. In oneembodiment, base 30A is box-shaped, generally open and made of wood,while upper portion 32A is generally closed. Again however, othermaterials and shapes may be used. Additionally, bottom 33A is generallyconfigured to support base 30A from a floor surface and may include aplurality of wheels 34A which rollingly support merchandiser 2A.

As best illustrated in FIG. 6, the operation of merchandiser 2A is suchthat heater 22, when turned on, will heat the air within semi-enclosedrack 10A, and through convection or direct contact, the heated airand/or plate 43 will heat the elongate loaves of bread disposed withinrack 10A. In one preferred embodiment, heater 22 is a generally a flatplate-like heater which evenly distributes the heat to insure a uniformheat distribution along the sides of the loaves of bread 4A supported onwall 21A. In use then, as the heated air is conducted through walls 12Aand 15A, the plurality of elongate loaves of freshly baked bread 4A,while being retained within rack 10A, are warmed to a temperatureslightly higher than ambient temperature.

When the merchandiser is turned on and the loaves of freshly baked breadare heated, or more appropriately, are able to retain some of the heatabsorbed during the baking process, heaters 22 and/or thermostat 45 willregulate the temperature of the air within rack 10A so that the freshlybaked bread is kept at a temperature of between about 80° to about 120°F., more preferably between about 85° to 110° F., and most preferablybetween about 90° to 100° F., in order to maintain the fresh baked smelland feel of the bread loaves.

The filling or refilling of the freshly baked bread is made easier dueto the relatively open vertical front wall 15A. This allows the bread tobe easily inserted into racks 10A and therefore easily restocked.Simultaneously, front wall 15A allows for the bread to be easily removedby the customer. When the merchandiser is to be restocked, the bread 4Amay be brought to the location of the merchandiser, for example, at thecheckout lanes. Alternatively, the merchandiser may be moved or, in onepreferred embodiment, rolled to a convenient location for restocking.This location may be, for example, the bakery.

A modified merchandiser 2B is shown in FIG. 9 and includes componentsand features similar to merchandiser 2A. However, a plurality of racks10B are utilized. To reduce redundant discussion, similar components andfeatures are identified with the same identification number, but withthe addition of the letter “B”. In this configuration, the plurality ofracks 10B support, display and heat bread loaves 4B, thereby providing amerchandiser 2B having multiple racks for the display of a higher numberor quantity of bread loaves 4B. For example, FIG. 9 illustrates a pairof racks 10B which are fabricated by utilizing a rear wall 12B and afront wall 15B, subdivided by a middle or intermediate wall 50. Rearwall 12B, front wall 15B and intermediate wall 50 are similar inconfiguration to the previously described embodiments of walls 12A and15A, wherein each wall 12B, 15B and 50 will typically include a heater22B disposed between a pair of plate members 43B. In the preferredembodiment, intermediate wall 50 will radiate heat from surfaces 51 and52. Of course, it is envisioned that only a single surface 51 or 52 maybe heated and further yet, neither surface 51 nor 52 may need to beheated. Therefore, taking merchandiser 2B as a complete unit, any singlesurface 41B or 42B of rear wall 12B, 51 or 52 of intermediate wall 50,and 46B or 47B of front wall 15B, may be heated, either alone or inconjunction with one another, and in any combination thereof, in orderto achieve the proper heating characteristics as the specificrequirements dictate.

An associated method of merchandising elongate loaves of fresh bakedbread and the like includes vertically stacking a plurality of loaves offreshly baked bread 4B in racks 10B of merchandiser 2B. The merchandiser2B can then be positioned in a location which is visible to thecustomer. In the embodiment illustrated in FIG. 10, the merchandiser 2Bis positioned immediately before the checkout lanes 6 of a grocery storeor supermarket, as a point of sale display, giving the customer theimpression, more particularly the feeling or sensation, that the loavesof bread have been recently removed from the oven, thereby enticing thecustomers to purchase the fresh, warm bread. In this preferredembodiment, double sided merchandiser 2B is used and is positionedbetween two checkout lanes 6, thereby serving both lanes with a singleunit. The merchandiser is then turned on and the loaves of freshly bakedbread are heated by heaters 22B in order to retain some of the heatabsorbed during the baking process. Heater 22B, and thermostat 45B (ifsupplied), will regulate the temperature of the air within racks 10B sothat the freshly baked bread 4B is kept at a temperature of betweenabout 80° and about 120° F., more preferably between about 85° and 110°F., and most preferably between about 90° and 100° F., in order tomaintain the fresh baked smell and feel of the bread loaves.

Yet another embodiment of the merchandiser is illustrated in FIG. 11. Inthis embodiment, merchandiser 2C is positioned between displays orshelving units, and base 30 is configured to support the merchandiserdirectly from a floor or other vertical surface. Of course, wheels mayalso be used. Although a single sided merchandiser 2C is illustrated, itis to be understood that a double sided merchandiser may also be used,as well as various other configurations.

By increasing the temperature of the fresh baked bread, the shelf lifeis accordingly decreased. Therefore, the temperature that the freshlybaked bread is kept at is required to be relatively low. Merchandisers2, 2A, 2B and 2C are designed to maintain the warmth of the freshlybaked bread to a temperature only slightly higher than the ambienttemperature. For example, the merchandisers 2, 2A, 2B and 2C maymaintain the already oven heated fresh bread at a preferred temperatureof between about 90° to about 100° F., giving the customer theimpression that the bread was very recently removed from a bakery oven.Because of these low temperatures and lack of other mechanical orelectrical parts, merchandisers 2, 2A, 2B and 2C are made from a woodmaterial. This provides a softer, more boutique-like look to themerchandiser, rather than the harsh characteristics of stainless steelwhich is typical of heating and steaming ovens which are in use today.Additionally, the preferred embodiment utilizes no fan. Therefore, avery simple, yet effective, merchandiser has been developed whichimparts in a customer a feeling that the displayed bread has beenrecently baked, thereby enticing the customer to purchase the bread andaccordingly, increasing the sales of such bread products.

In the foregoing description, it will be readily appreciated by thoseskilled in the art that modifications may be made to the inventionwithout departing from the concepts disclosed herein. Such modificationsare to be considered as included in the following claims, unless theseclaims by their language expressly state otherwise.

1. A merchandiser for elongate loaves of fresh baked bread and the like,comprising: at least one coverless rack having a generally verticallyextending rear wall, a generally vertically extending front wall spacedapart a predetermined distance from said rear wall, a pair of generallyvertically extending sidewalls disposed between said rear wall and saidfront wall along opposite sides thereof, a generally horizontallyextending bottom wall disposed between said rear wall, said sidewallsand said front wall along lower portions thereof, and an open top; saidbottom wall being configured to abuttingly support thereon ends ofelongate bread loaves, such that a plurality of the bread loaves areremovably retained between said rear wall, said front wall and saidsidewalls in a generally vertical, freestanding, side-by-siderelationship and are directly accessible for removal from said rackthrough said open top; and a heater mounted in said merchandiser andselectively heating the air disposed within said rack and the verticallystanding bread loaves retained therein to maintain the fresh baked smelland feel of the bread loaves.
 2. A merchandiser as set forth in claim 1,wherein: said heater is positioned along one of said rear wall and saidfront wall of said rack.
 3. A merchandiser as set forth in claim 2,wherein: at least one of said rear wall and said front wall includesfirst and second plate members disposed opposite one another; and saidheater is disposed between said first and said second plate members,wherein at least one of said first or said second plate members isthermally conductive.
 4. A merchandiser as set forth in claim 1,wherein: said heater comprises an electrically resistant heater sized toheat the air within the interior of said rack to a temperature in therange of about 90-100° F. to alleviate premature drying of the breadloaves.
 5. A merchandiser as set forth in claim 4, wherein: said frontwall has a height that is substantially less than the height of saidrear wall to permit easy withdrawal of the bread loaves from an upperportion of said rack.
 6. A merchandiser as set forth in claim 5, furtherincluding: a thermostat to regulate said heater.
 7. A merchandiser asset forth in claim 6, wherein: said sidewalls of said rack areconstructed from wood.
 8. A merchandiser as set forth in claim 6,wherein: said heater is a flexible, generally flat heater.
 9. Amerchandiser as set forth in claim 8, wherein: said merchandiserincludes a base having a lower portion thereof shaped for abuttingsupport on an associated floor surface; and said base is box-shaped andincludes a generally open bottom.
 10. A merchandiser as set forth inclaim 9, wherein: said base includes a plurality of wheels to rollinglysupport the merchandiser.
 11. A merchandiser as set forth in claim 1,including: at least two racks defined by at least one generallyvertically extending intermediate wall spaced apart a predetermineddistance from said rear wall and said front wall, and at least first andsecond generally horizontally extending bottom walls, said first bottomwall disposed generally horizontally between said rear wall and saidintermediate wall and said second bottom wall disposed generallyhorizontally between said intermediate wall and said front wall, alonglower portions thereof; and wherein said at least one heater is disposedalong at least one of said rear wall, said intermediate wall and saidfront wall for selectively heating the air disposed therein.
 12. Amerchandiser as set forth in claim 11, wherein: at least one of saidrear wall, said front wall and said intermediate wall includes first andsecond plate members disposed opposite one another; and said heater isdisposed between said first and said second plate members, wherein atleast one of said first or said second plate members is thermallyconductive. 13-21. (canceled)
 22. A merchandiser as set forth in claim1; including: a base having a lower portion thereof shaped for abuttingsupport on an associated floor surface, an upper portion thereofsupporting said rack, and a generally enclosed interior.
 23. Amerchandiser as set forth in claim 22, wherein: said heater is disposedwithin said interior of said base; and said bottom wall of said rackincludes at least one opening to permit the flow of heated air from saidbase into said rack.
 24. A merchandiser as set forth in claim 1,wherein: said front wall has a height that is substantially less thanthe height of said rear wall to permit easy withdrawal of the breadloaves from an upper portion of said rack.
 25. A merchandiser as setforth in claim 1, wherein: said heater is a flexible, generally flatheater.
 26. A merchandiser as set forth in claim 1, wherein: said bottomwall of said rack is constructed from a plurality of laterally spacedapart slats which define said one opening therebetween.
 27. Amerchandiser as set forth in claim 26, wherein: said rear wall and saidfront wall of said rack are constructed from a plurality of spaced apartslats.
 28. A merchandiser as set forth in claim 26, wherein: said heateris without a fan, such that heated air in said base flows through saidrack solely through natural convection.